In 2013, Bangkok has become the most visited city in the world and one of its major activities offered are the shopping destinations despite its natural and political issues. Various studies have showed that image is an important influence towards the selection of vacation destinations. One main activity that the city is famous for is for its shopping destination. As Indonesia is one of the major tourist contributors to this metropolitan city, it is important to assess what kind of image is being formed from the tourists’ perspective. The objective of this research is to explore the indicators of destination image perceived by the Indonesian tourists of Bangkok as a shopping destination. Based on the model by Beerli and Martín the information sources (both primary and secondary) and personal factors including motivations, touristic experiences and socio-demographic characteristics are of assessed. These data are acquired from 400 Indonesian respondents undergoing shopping in Bangkok, precisely in Ratchaprasong shopping district when summer vacation is being held in Indonesia. This is followed by acquiring destination image which consists of both the cognitive and affective evaluations where in this case, Bangkok as a shopping destination by the Indonesian tourists. An exploratory factor analysis is conducted to the cognitive and affective evaluations with the aim of reducing their dimensions and identifying the determinant factors.  The result of this study shows what Indonesian tourists’ cognitive and affective interpretations are towards the destination which will be useful for future research as well as tourism marketing purposes.